Peter Schreyer believes Kia and Hyundai must have more distinct identities not only in terms of design, but also in market positioning.

Peter Schreyer believes Kia and Hyundai must have more distinct identities not only in terms of design, but also in market positioning. He is the global design chief of both Kia and Hyundai, as well as president of Kia Motors Corp.

He says Kia and Hyundai must have less overlapping models and they should avoid situations like the Kia Forte/cee'd and Hyundai i30 which are very much alike, as well as the Kia Sorento and Hyundai Santa Fe. Schreyer adds "I think we could probably make more differentiation so that the cars actually serve a different purpose".

Upcoming models will receive a "dramatic evolution" and his first Hyundai designs of a production model will arrive in approximately three years. Although there were some rumors about a luxury Hyundai sub-brand, Schreyer said there are no plans for such a move. The company's upcoming design direction is previewed by the HND-9 Concept which gives us a hint about the next-gen Genesis Coupe.

Differentiating two brands is not a new problem to Schreyer as he has a 26-years of design experience at Volkswagen and Audi. One of his more prominents designs is considered to be the first-gen Audi TT.

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